PIERRE, S.D. – Twelve awards were presented honoring businesses and individuals for outstanding achievements and contributions to the tourism industry. Winners received their awards from Governor Larry Rhoden and James Hagen, Secretary of the Department of Tourism (Travel South Dakota), on Thursday night at the 2026 South Dakota Governor’s Conference on Tourism.
The Governor’s Tourism Rising Star Award was presented to Phoebe Caldwell* of Spearfish. This award recognizes an individual who has worked in the tourism industry for two to four years, is excelling in their career, and whose work is demonstrating a bright future in the tourism industry. Starting as an intern at Visit Spearfish, Caldwell quicky rose through the ranks to become director of marketing.
“Not only does she oversee all digital marketing, email campaigns, social media, budget management, and creative direction, she’s transformed the local event scene,” Hagen said. “Her collaborative spirit and forward-thinking approach are sure to leave a lasting impact on Spearfish and the future of tourism in our state.”
The Peter Norbeck Excellence in Tourism Innovation Award was given to Beth Simonson* of Highmore. What started as a sunflower photo shoot in 2023 transformed into the Sunflower Festival. In 2024, the 2nd Annual Sunflower Festival attracted more than 500 visitors from 13 states, including some that traveled from Louisiana to South Dakota specifically for the festival.
The Rooster Rush Cacklin’ Community Award was presented to Pierre and Fort Pierre for going above and beyond to make in-state and out-of-state hunters feel welcome in South Dakota. Together, these communities hosted a storefront decoration contest with 33 participating businesses.
The Rally Rush Rumblin’ Community Award was given to Visit Brookings for their outstanding efforts in welcoming visitors before the Sturgis Motorcycle Rally. Starting with a social campaign aimed at visitors heading west on Highway 14, Brookings went on to welcome travelers with swag, giveaways, admission deals, a partnership with local auto shops, and cross-promotion with neighboring communities.
“This community was a shining example of collaboration involving local businesses, hotel partners, and thinking outside the box to spread love around the state,” said Hagen.
The A.H. Pankow Award recognizes a representative of the media for showing superior interest in and providing coverage of South Dakota’s tourism industry. This year’s award went to Jeff Erickson* of Riverfront Broadcasting in Yankton. A long-trusted voice for southeast South Dakota, Erickson was recognized for his dedication to sharing community stories with accuracy, passion and pride.
There were two winners for this year’s George S. Mickelson Award, which honors businesses, communities, or organizations that exceed visitors' customer service expectations all year long. Because of their professionalism, warmth, and authentic enthusiasm, the Black Hills Visitor Information Center in Rapid City won for acting as both a welcoming first stop and a trusted guide for anyone about to explore.
“By combining thoughtful listening with local expertise, they ensure every visitor experience today shapes a better one tomorrow,” said Hagen.
Experience Sioux Falls in Sioux Falls also won a George S. Mickelson Award for their year-round dedication to elevating hospitality through a locally developed online training program that equips frontline workers with customer service skills that help them become proud ambassadors for the entire state. During National Travel and Tourism Week in 2025, they also personally delivered 180 dozen freshly baked cookies to hotels, attractions and media partners across the city.
“Governor George S. Mickelson often closed his speeches by saying, ‘The people who make a difference are the people who show up,’” said Hagen. “Without a doubt, this organization has shown up.”
The Ruth Ziolkowski* Outstanding Hospitality & Customer Service Award is given annually to four industry members, each representing one of the four tourism regions in South Dakota. This award recognizes tourism industry professionals who provide remarkable service to visitors and whose work demonstrates an outstanding spirit of hospitality. These awards were given to Laurie Sutterer* of Visit Rapid City in Rapid City; Lauren Dietz* of the Children’s Museum of South Dakota in Brookings; Todd Moser* of Wilbert's Service in Pollock; and Noreen Jorgensen* of Blue Tin Ranch in Burbank.
The Ben Black Elk Award is a prestigious honor recognizing an individual who makes outstanding contributions to the state’s visitor industry. This year’s award was given to Rollie Noem* of Hill City. For more than 40 years, Noem’s tireless work with South Dakota Game, Fish & Parks, Crazy Horse Memorial, and the South Dakota Parks & Wildlife Foundation helped develop and promote South Dakota’s natural and cultural resources. Working as a trails coordinator, he developed the Black Hills Snowmobile Trail System, a massive undertaking that helped cement the northern Black Hills as a year-round destination. During his 19 years as director of Custer State Park, the park transformed from a drive-through destination into a nationally renowned gem. He also helped grow the Custer State Park Buffalo Roundup into the world-class event it is today.
“Perhaps no one since Peter Norbeck has left such a lasting footprint across the natural landscapes of South Dakota, and inspired future conservationists for generations to come," said Hagen.
The South Dakota Department of Tourism is comprised of Travel South Dakota and the South Dakota Arts Council. The department is led by Secretary James D. Hagen.
